Research

Contrary to longstanding received wisdom, the large majority of viewers of live television do not leave the room, nor do they change the channel, when the TV program they are watching goes to commercial. DOWNLOAD REPORT HERE.

This report examines the changing demographic characteristics of U.S. mothers by comparing women who gave birth in 2008 with those who gave birth in 1990. It is based on data from the National Center for Health Statistics and the Census Bureau. It also presents results of a nationwide Pew Research Center survey that asked a range of questions about parenthood. AVAILABLE FOR DOWNLOAD.

For more than two years, AHAA has been engaged in discussions with Arbitron, Inc. about improvements to its Portable People Meter (PPM) methodology. The organization’s significant investment of time and resources both directly and as part of the PPM Coalition paid off when the Coalition and Arbitron reached an agreement that will benefit the entire radio and advertising industry. AHAA fully supports the terms of the agreement which call for continuous improvement of the radio ratings service and we will work in partnership with Arbitron, the Media Rating the Media Rating Council and the industry to advance improvements to PPM methodology.

We have found that consumer decisions among Latinos are more likely to be influenced by the spouse, children, or other family members than among non-Hispanic whites. In particular, Hispanics who prefer Spanish appear to be more likely to say that these “significant others” are important in influencing the products they buy.

The U.S. Hispanic community continues to swell and the message is loud and clear to marketers, “one-size-fits-all marketing won’t work.” According to an analysis of the BIGresearch Simultaneous Media Usage Survey, there are some key similarities and differences every marketer should know about Hispanic groups in America including those households that speak English a majority of the time and those who don’t, as well as Hispanics who were born in the U.S. and those who were not.

The average American home now has 2.93 TV sets per household, up from 2.86 sets per home in 2009, the largest year-over-year increase since 2006 according to Nielsen’s latest Television Audience Report. This year the number of US homes with three or more TV sets increased to 55%, 28% have two sets and 17% have one set.

The number of people 5 and older who spoke a language other than English at home has more than doubled in the last three decades and at a pace four times greater than the nation’s population growth, according to a new U.S. Census Bureau report analyzing data from the 2007 American Community Survey and over a time period from 1980 – 2007. In that time frame, the percentage of speakers of non-English languages grew by 140 percent while the nation’s overall population grew by 34 percent.

HispanicAd.com, HispanicPRpro.com and veteran journalist Adam R Jacobson are producing the 2010 U.S. Hispanic Social Media & Marketing Overview white paper which will distributed free to the US Hispanic Advertising, Marketing, Public Relations and Media industries free of charge on May 17, 2010.

Arbitron Inc. (NYSE: ARB) and the PPM Coalition (PPMC) announced that they have settled their outstanding disputes and plan to move forward collaboratively.

Nearly two-thirds of Hispanics in the United States self-identify as being of Mexican origin. Nine of the other ten largest Hispanic origin groups—Puerto Rican, Cuban, Salvadoran, Dominican, Guatemalan, Colombian, Honduran, Ecuadorian and Peruvian—account for about a quarter of the U.S. Hispanic population. There are differences across these ten population groups in the share of each that is foreign born, citizen (by birth or naturalization), and proficient in English. They are also of varying age, tend to live in different areas within the U.S, and have varying levels of education, homeownership rates, income, and poverty rates.

Telemundo announced the results of the newest Ipsos-Telemundo telephone poll. Nearly four out of five Hispanics feel that the economy has stabilized or that it has already started to improve. Among 500 adult Hispanics living in the United States, 14% say that that the U.S. economy has turned the corner on the economic crisis and 63% say that the economy hasn’t yet begun to improve, but that it has stabilized. However, 20% say the worst is yet to come.

Learn what kind of news Web site would attract and interest teenagers – and many other people, too – in this joint study by the Media Management Center and the Newspaper Association of America Foundation. DOWNLOAD REPORT HERE.

The mobile phone has become the favored communication hub for the majority of American teens.

Hispanics are also among the nation’s greenest groups, according to a new national survey released today.

“Clearly, there’s no longer a single, easy-to-stereotype, one-size-fits-all environmentalist”

Consumers from around the world feel strongly that store brands are the same as, or better than, national brands at providing a variety of benefits. This is the latest finding from a study conducted by Ipsos Marketing, Consumer Goods.